An industry thought leadership research collaboration from:

MAXIMIZING THE MOBILE

OPPORTUNITY IAB Mobile Rising Star Ads

Inspire Interaction

Mobile advertising revenue soared to $3 billion

in the 1st half 2013, a record triple digit growth

(+145%) versus same period last year.

1. How do user initiated IAB Mobile Rising Star ads

compare to standard banner ads for campaign

performance?

2. What impact does interaction have on branding

results?

3. How can brands build memorable mobile

experiences and consumer connections across

devices?

*IAB/PWC Digital Ad Revenue Report First Half 2013, Oct. 2013.

MOBILE PLANNING CONSIDERATIONS

1st half

2012

1st half

2013

U.S. Mobile Spending

$3 Billion

$1.2 Billion

RESEARCH OBJECTIVE

Background

Previous research from the IAB demonstrated significantly higher interaction results for desktop display

IAB Rising Star ads compared to standard banner ads. Interactions are emerging as a successful

component in evaluating effective digital campaign performance.

Research Objective

The goal of this research is to bring new learning to the industry and foster growth of mobile channel

advertising by studying the relationship between brand lift and interactions. For this study, IAB Mobile

Rising Star ad formats are compared to standard mobile banner ads on mobile devices in order to

examine the impact of interactions on branding, ad receptivity and the ad experience.

Methodology

Three leading U.S. brands participated in the lab environment study. Survey programming, data

collection and tabulations were executed by comScore using a standard control/exposed design.

Findings are based on 2,227 respondents, ages 18-54, recruited from a mobile panel and invited to

take the survey on their IOS smartphone or tablet. After being exposed to a mock web page with

either a Mobile Rising Star ad, mobile banner ad or control group, survey participants completed an

online survey on their mobile device. The three-phase sequential fieldwork took place from March-

October 2013.

Ads were developed for each of the three test brands per below. Each ad used the same creative

assets for consistency and the same mock web page to eliminate bias during testing.

Ads Tested: - Standard Mobile Banner Ad

- IAB Mobile Rising Star Ads

- Vibrant Mobile Rising Star Ad with in-text branded keyword

Metrics Collected

Brand lift from an online survey

User interactions based on pixeling ads, tracked by comScore

Confidence Level

Statistically significant at 90%

RESEARCH METHODOLOGY

Mobile Rising Star Ad (1 of 5 Mobile Rising Star Ads or a

Vibrant Rising Star Ad with In-Text

Branded Keyword)

IAB Mobile Rising Star (Brand Flex)

or or No Ad (Control)

USERS SAW A

MOCK WEB PAGE WITH:

Standard Mobile Banner Ad

Mock Page with Brand Flex Text

Click-Through

Site

Banner Ad

EXECUTIVE SUMMARY

1. IAB Mobile Rising Star Ads inspire more user interaction versus viewing Standard Mobile

Banner Ads.

IAB Mobile Rising Star ads report 3x the interaction of mobile banner ads, a

+202% increase.

2. IAB Mobile Rising Star Ads result in significantly higher branding influence compared to

Standard Mobile Banner Ads.

Interacting with Mobile Rising Stars generates higher recall, brand impact

and positive brand impressions versus viewing mobile banners.

3. High impact, user initiated Mobile Rising Star Ads drive better advertising experiences

versus standard Mobile Banner Ads.

Interacting with Mobile Rising Stars results in more positive user and content

experiences as well as ad receptivity compared to viewing banners.

KEY FINDINGS

IAB MOBILE RISING STAR ADS INSPIRE SIGNIFICANTLY MORE

USER INTERACTION AND BRAND LIFT THAN STANDARD

MOBILE BANNER ADS

Interaction Defined As Users Who:

SLIDE

SWIPE or

TAP

The mobile ad.

3x GREATER

INTERACTION

More Likely to

Interact with Mobile

Rising Star Ads vs.

standard mobile

banners

3x

IAB MOBILE RISING STAR AD FORMATS

VS. MOBILE BANNER ADS

+74% Higher

BRAND RECALL

+22% Higher

MESSAGE

RECALL

KEY FINDINGS

IAB MOBILE RISING STAR ADS INSPIRE SIGNIFICANTLY MORE

USER INTERACTION AND BRAND LIFT THAN STANDARD

MOBILE BANNER ADS Interaction Defined As Users Who:

SLIDE

SWIPE or

TAP

The mobile ad.

3x

IAB MOBILE RISING STAR AD FORMATS

VS. STANDARD MOBILE BANNER ADS

+73% More

ENGAGING

Brand

Impact

+83%

Improved

BRAND

IMPRESSION

Ad

Experience

Ad Opinion

+38% BETTER than

other MOBILE

ads

+22% Better

designed

Content

+100% Improved

IMPRESSION

of content page

STUDY FINDINGS

INTERACTIONS IAB MOBILE RISING STAR ADS INSPIRE SIGNIFICANTLY MORE

USER INTERACTION THAN STANDARD MOBILE BANNER ADS

Interaction Defined

As Users Who:

SLIDE

SWIPE or

TAP

The mobile ad.

3x GREATER

INTERACTION

More Likely to

Interact with IAB

Mobile Rising Star

Ads vs. standard

mobile banners

MOBILE AD INTERACTION RATES:

IAB MOBILE RISING STAR AD FORMATS VS. BANNER ADS

INTERACTION INCREASES

BRAND AND MESSAGE RECALL

Q: Which advertising message do you associate

with the brand advertised? (3 tagline options)

Q: Which of the following brands did you

see an ad for on the previous page?

Viewed StandardMobile Banner Ad Interacted with

Mobile Rising StarAds

52.0%

90.3%

BRAND RECALL

Viewed StandardMobile Banner Ad Interacted with

Mobile Rising StarAds

51.7%

63.2%

MESSAGE RECALL

+74% Lift

Brand

Recall

+22 % Lift

Message

Recall

Q: Thinking of the ad you just saw, which of the following statements would

you agree with? Improved my impression of the brand

INTERACTION

IMPROVES BRAND PERCEPTION

Viewed Standard MobileBanner Ad

Interacted with Mobile RisingStar Ads

20.6% 37.7%

THE AD IMPROVED MY IMPRESSION OF THE BRAND +83%

Lift

Improved

Impression of

Brand

Q: How likely are you to recommend the advertised brand to family and

friends, as a result of seeing the ad? (Top 2 Box, % Rated “Very likely” or “Somewhat likely”)

INTERACTION

IMPROVES BRAND ADVOCACY

Viewed Standard Mobile Banner Ad

Interacted with Mobile Rising StarAds

63.7% 71.6%

LIKELY TO RECOMMEND THE ADVERTISED BRAND TO FRIENDS/FAMILY

+12% Lift in

Recommending

Brand to

Friends/Family

INTERACTION ENHANCES THE

MOBILE USER EXPERIENCE

MemorableEngaging

Fun

22.1% 21.1%

32.5% 28.5%

36.6% 42.4%

Viewed Standard Mobile Banner Ad Interacted with Mobile Rising Star Ads

+29%

More

Memorable

+30%

More

Fun

+73%

More

Engaging

THE AD I JUST VIEWED WAS MORE…

Q: Which of the following would you agree with, as a result of seeing the ad?

The ad was more ________ than ads I usually see on my mobile device. Check all that apply.

Q: Which of the following would you agree with, as a result of seeing the ad? Check all that apply.

Q: Compared to other ads you’ve seen on your smartphone/tablet, how would you rate the ad you

just saw? Much Better/Better Top 2 Box

INTERACTION

IMPROVES MOBILE AD RECEPTIVITY

WellDesigned Attention

Grabbing Better Than OtherMobile Ads I've Seen

38.9% 35.9%

45.6%

47.3% 56.5% 62.8%

Viewed Standard Mobile Banner Ad Interacted with Mobile Rising Star Ads

+22% Lift

Well

Designed

+57% More

Attention

Grabbing

+38% Lift

Better than

other

Mobile Ads

THE AD I JUST VIEWED WAS…

INTERACTION RESULTS IN POSITIVE

MOBILE USER EXPERIENCES

Improved MyImpression of the Page Complemented

the Article Reminded Me of GoodMemories About the

Brand

10.3%

32.0% 31.7%

20.6%

42.8% 44.0%

Viewed Standard Mobile Banner Ad Interacted with Mobile Rising Star Ads

THE AD I JUST VIEWED… +34% Lift

Complemented

the Article

2x More Likely

to Say the

Ad Improved

Their Impression

of Page

+39% Lift

Emotional

Brand

Resonance Q: Thinking of the ad you just saw, which of the following statements

would you agree with? Check all that apply

?

User-initiated IAB Mobile Rising Star Ads are designed to inspire user interactions,

resulting in stronger mobile ad effectiveness.

Mobile Rising Star Ads inspire more user interaction, improved brand performance and

positive ad opinion than standard banner ads

IN CONCLUSION

9 out of 10 Recall Brand

Advertised

+83%

Improved

Impression of

Advertised

Brand

3X Interaction Rates

of Standard

Mobile Banner

Ads

Mobile Rising Stars Added to IAB Standard Ad Unit Portfolio to Propel Brand Advertising in Mobile to Scale

An industry thought leadership research collaboration from:

MAXIMIZING THE MOBILE

OPPORTUNITY IAB Mobile Rising Star Ads

Inspire Interaction